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eLearning > Consumers > Unpacking Consumer Behavior > Module 3 / 5

Personal Brand

Instructor: Shelby Walsh
Holistic Wellness
Download the Holistic Wellness Trend Report
How well is your brand finding opportunity in the tension consumers have between the fear of missing out (FOMO) and the joy of missing out (JOMO)? Find out how some direct-to-consumer brands such as The Sill, Backdrop and Kit & Ace have created an appeal to Millennial consumers – a generation spending more time at home than any other. We’ll explore how staying in more is affecting what young generations are wearing, how they’re communicating and what they’re doing in their spare time.

This module will also detail how brands can consider creating a greater sense of FOMO in consumers' life, honing in on best-in-class examples from the hospitality and travel industry. Get ideas on how to upgrade your product or service to make it more sharable and creating a “staying in” experience with your brand in this quick 10-minute module.
Related Trend Report: Holistic Wellness
Workshop Questions:
1. How could you upgrade your product/service to make it more shareable?
2. If you could design a “staying in” experience with your brand, what would it look like?
Access Advisory Services
Featured Insights
At-Home Escape
Board games are inspired by the interactive escape room format
Trend - The continued popularity of escape rooms has led to brands imitating the same experience with consumers at home, in the form of escape room-themed board games. These games play on the interactive and novel nature of traditional escape room programs, but in a format that's more convenient.
Workshop Question - How could your brand create an interactive program for its customers to experience at home?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Foliage Familial
Brands tap into the consumers’ obsession with raising houseplants
Trend - As consumers, particularly Millennials, seek to acquire more greenery and plant life for their homes, brands are responding with new products to help track growth, share updates with social media and even provide tips and guidance for successful plant “parenting.”
Workshop Question - How can you leverage the niche interests of your consumers to build better connections?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Festival Wellness
Health and wellness take inspiration from music festivals
Trend - Brands focused on health-related products and services are adopting the festival model to create large, festival-like events for consumers to experience. These events tap into the loyalty of their more passionate customers.
Workshop Question - Conceptualize a festival that centers around your business' brand, products and/or services.
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hotel
Brands create custom overnight experiences for their consumers
Implications - In line with the ever-growing experience economy, brands are consistently looking for ways to engage and immerse their consumers in new ways. That’s where hotels come in. Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. More of an all-encompassing experience than pop-up, these branded hotel experiences allow retailers to not only showcase their products and services, but create environments where consumers can interact, relax and engage with the brand, turning a standard product experience into an interactive social gathering.
Workshop Question - How could you create a story or social experience around your products and services? How can you make it more of an event than merely point of purchase?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Gamified Stay
Hotel brands incorporate elements of gamification in their accommodations
Trend – Hotels are prioritizing gamification in many forms–whether that's in the theme of the rooms they offer, in their loyalty programs, or in additional elements they offer throughout their customers' journeys. By gamifying the standard hotel experience, brands are prioritizing playful brand-customer interactions that offer a point of distinction from competitors.
Workshop Question - How could your brand incorporate gamification into its product/service?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Meditative Pop-Up
Meditative pop-up spaces remind consumers to mentally regroup
Implications - Lifestyle and fitness brands are creating and curating unique pop-ups that specialize in meditation. Primarily located in urban areas, these spaces offer time-strapped consumers a form of escapism in the middle of busy environments, while forging deeper connections with the brand offering that escapism.
Workshop Question - Conceptualize a pop-up space that your brand could use to offer an experience-focused environment for its customers.
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Up Ubiquity
Brands on the extreme ends of either fast or luxe fashion embrace pop-up shops
Implications - The ubiquitous nature of pop-up marketing is now apparent in the fact that retailers on extreme ends of the mass-market and luxury scale are embracing it. Where once the former's strong global presence and the latter's aim at exclusivity offered associated brands justification for upholding the status quo, there now exists a role reversal in which mass-market retailers seek to strengthen loyalty via the perceived exclusivity of pop-ups, and luxury retailers seek to broaden their reach and accessibility through this marketing tactic.
Workshop Question - Conceptualize an alternative campaigning approach that your brand has not yet considered.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wellness Division
Brands incorporate elements of "wellness" into their retail spaces
Implications - Brands are taking the flexible applications of the term "wellness" and incorporating it into their retail locations – either as an alternative for health stores or as extensions of their primary offerings. Such environments connect with consumers seeking one-stop purchase journeys that are focused on all-encompassing lifestyle solutions.
Workshop Question - How could your brand incorporate a distinct new element into its retail spaces?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro-Farming
Micro-farming is adapted for a variety of purposes
Implications - The concept of micro-farming is so diverse that it can be used to do something as simple as offer functional and attractive home decor pieces, or something as interesting as producing high-quality wine. The diversity of such agricultural technologies allows for brands to instil the perception of "small-batch" in the products they offer, while catering to consumers' preference for DIY creativity in their purchase decisions.
Workshop Question - How could your brand better cater to consumers' sense of creativity?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Escape
Brands are adapting their business models to incorporate escape rooms
Implications - Brands are adapting their business models and marketing campaigns to include escape rooms that enhance the consumer experience. These spaces offer experiential environments where brands are able to engage their consumers' sense of curiosity and play, while simultaneously strengthening consumer loyalty due to their interactive and distinct nature.
Workshop Question - Conceptualize an escape room that your brand could create as part of a marketing stunt.
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends